Procter & Gamble has unveiled new Fairy Non Bio Pods.
Available to retailers now, P&G says the new product is specifically targeted at consumers with sensitive skin, “combining the brand’s renowned softness with an improved cleaning and usage experience”.
Coming in packs of 12, 19, 30 and 38 washes, the new product will retail at an rrp of £4.50, £6.99, £10.00, and £12.49 respectively. P&G is going to support the launch with a targeted consumer campaign that will largely focus on digital activity.
Within the laundry category, the Fairy Non Bio brand specifically targets the niche of sensitive skin shoppers, holding a category share of 10-11%.
Daniel Jalalpour, P&G Brand Manager for Fabric Care, commented: “The new Fairy Non Bio Pods are the ideal solution for anyone who is looking for a washing experience that is hassle-free and delivers top results. At the same time, the new product provides the brand’s renowned gentleness to people with sensitive skin, making it the ideal choice for the whole spectrum of consumers who want to make a conscious choice of what they expose their skin to every day.
“This is the biggest innovation for the Fairy Non Bio-brand since introducing Gels in 2009, and we are excited to bring shoppers a product that combines ultimate ease-of-use and improved performance at the same time. Our research has already demonstrated the popularity of the new Fairy Non Bio Pods, and we are expecting high consumer demand, so this the perfect time for retailers to stock up!”
